The Study Of Strategic Changes In Real Estate Enterprises Under The New Situation

In recently years, as the rapid rise of China’s housing prices, the government’s efforts according to realestates also continue to strengthen. They use economic and administrative measures including strict controlof land supplying, bank credit policy, monetary policy, tax and rrestrictions on purchase and so on tostrictly control the rise of housing prices. In order to provide the ideas for enterprises’ strategic change, thispaper through external environment, internal environment, resources and ability of enterprises analyzes thechanges of enterprises’ environment and makes a summary of these changes with the instrument of"SWOT".The last chapter of this article, the author discusses the ways and means of strategic change of theestate companies in detail. Firstly, ccompanies must cultivate theirs core competitiveness through makingtheirs products differently and meet customers’ different needs, strengthen theirs capacity of learning,innovation, professional division of labor and collaboration. Secondly, these enterprises must make theirbusiness into Industrial chain by changing theirs traditional measures of making profits. The third is themarket development strategy. This part from three aspects analyzes how to conduct market development.These three aspects include: the regional market development, re-use of urban space and Mi-gap marketstrategy. Fourthly, they must make multi-channel to raise money and strengthen the ability of financialmanagement. In some cases, they should joint with enterprise with much money. The fifth is to strengthenthe building of enterprise culture. The author argues that enterprises should enhance their workers’ sense ofidentity and responsibility through the cultural construction in order to increase the core competitiveness ofenterprises. The sixth is to enhance enterprises’ capabilities of strategic risk management. The author thinksthat enterprises should strengthen strategic management and increase flexibility and adaptability ofsstrategy to respond to the complicated reality. The seventh is the alliance strategy. The author advocatesthat they should expand the scale of enterprises by the coalition in order to resist risks.